Recast youth

Chapter 2282 Market Positioning
After knowing the size of the winery.

Chen Huang also confirmed Ye Feng's statement that it is possible to run high-end red wine. Several people returned to the top of the castle. The view here is the widest, and they can not only have a panoramic view of their own vineyards.

You can even see other different vineyards in the distance, the most famous of which is Chateau Margaux in the east, one of the five first-class wineries in Bordeaux.

And many wineries such as Chateau Lafite, Chateau Mouton and Latour, which are also first-class wineries, are nearby.

It can be said that Chateau Teffi is surrounded by powerful enemies.

Of course, this also shows how advantageous the geographical location of Chateau Teffi is. The grape varieties produced every year are no worse than those of first-class wineries such as Margaux.

But now that you have decided to make a red wine brand, the first thing you need to do is market positioning.

Only with market positioning can we expand channels and markets.

Wen Yueqi has a lot of things at hand and doesn't have much time to manage red wine. She has only one request, that the best batch of red wine produced every year should be kept for her collection.

Chen Huang came from a troubled background and had a relatively high vision. After thinking about it for a while, he decided to position Teffi Red Wine in the high-end market. Teffi Winery itself is not bad, as it is a second-tier winery.

But the location is indeed not far from wineries like Margaux.

In other words, as long as they run their business properly, they can compete with first-class wineries such as Margaux and Latour in the market, so Chen Huang plans to price the red wine from US$100 to several thousand US dollars.

Chen Huang said: "I also saw it on the way here. There are too many vineyards in Bordeaux. There are hundreds if not a thousand, but there are only a few first-class wineries and second-class wineries. There are 5 wineries and 15 second-level wineries. Relatively speaking, there are relatively few competitors in the high-end red wine market, so we should put our main direction here. If the general direction is right, there will be fewer detours. On the contrary, if we If you choose the mid-to-low-end red wine market, there will be many rivals and the competition will be too great. I don’t think we, who are just here, can compete with rivals that have been doing business for dozens or hundreds of years. Their channels have long been stabilized, no. It can be easily pried.”

"I agree with what you said."

Ye Feng looked at Chen Huang and said, "But I still feel that being in the high-end market is not enough. Yes, turning our red wine into a brand and a luxury product is the right direction. However, the success of a product must be high-key and understated." It's not because of how good it is, but the completeness of its series. Take Mercedes-Benz for example. Why can't many car manufacturers make it? It's because it has a complete model series, covering every mid-to-high-end model, similar to Audi and BMW. Which car company has more models than Mercedes-Benz? No."

"Back to the market."

Having said this, Ye Feng paused, looked at Chen Huang and continued: "As you said, you priced Tefi's red wine at a minimum of 100 US dollars, which is equivalent to more than 700 RMB. Although the cost of red wine is very low, the transportation cost is very low. When we return to China, the cost will have to be a few hundred, right? That is, the price will be over 1000, which means not many people can afford it.”

Chen Huang shook his head and said: "If you want to make your brand high-end, you shouldn't target the downstream market. Moreover, many people in China give gifts every year. Do you know how many will be given away? Astronomical figures. The profits here alone are already That’s enough. Don’t you know? We only have 15 hectares of vineyards on our estate, which is not enough.”

Ye Feng answered: "If you don't have enough land, you can buy the land in the next manor. If it doesn't work, you can also buy grapes from other vineyards. We just need to make an OEM, so the cost is lower."

Of course Chen Huang was interested in OEM. He was stunned for a moment when he heard this, and then couldn't help but said: "Sure enough, there is no evil or business."

Ye Feng ignored Chen Huang's evaluation and continued: "We can focus on two markets. In addition to the high-end red wine market, we should not let go of the mid-range red wine market. You have to know that if you want to drink it yourself, it is only that batch. Rich people drink it. There are not many people who are really willing to drink red wine that costs more than 1000 yuan, or they give it as gifts. But do you know how much red wine is consumed every day in our domestic bars, KTVs, and clubs? Astronomical figures, the number of consumers here That should be our customer target. If you don’t believe me, go back to China and go to a bar to see what kind of wines the average person consumes. I can tell you for sure that they are all around 500 to 700 a bottle. Among them, Hennessy VSOP sells the best. , just because it is cheap and does not look so cheap. Of course, the taste is also part of the reason." "The Hennessy Cognac series is also sold well overseas."

Wen Yueqi then said: "However, Hennessy also has many series, and the expensive ones range from tens to hundreds of euros. In fact, I think you should not only target the domestic market, you can also target overseas markets. Firstly, the distance is close; secondly, The consumption of red wine in the overseas market is also quite large, which can include the middle, high and low markets. Chateau Teffi has been in isolation for ten years, and the most important thing now is to build a brand."

Ye Feng felt a little uncomfortable after hearing this: "It's not good if the price is too low. It's only one or two hundred bottles in China, which feels a bit out of style."

Wen Yueqi blinked and said with a smile: "It's okay, you can set the price in the domestic market a little higher. As for why it is sold so cheap overseas, you can say that the import transportation costs are added in. The method is better than the difficulty. That’s a lot.”

……

Three people are discussing here.

Soon, they determined the market positioning of Tefi Red Wine, covering all three overseas markets from low to medium to high. As for the domestic market, the lowest price is over 300.

This leaves room for entertainment venues such as bars and clubs to set prices above 500.

After determining the market positioning, the only thing left to do is promotion.

Originally, Ye Feng approached Chen Huang to partner up so that Chen Huang could serve as the general distributor of Teff Red Wine in China, and then recruit agents to the middle and lower reaches to promote Teff Red Wine.

But after Chen Huang’s reminder.

Ye Feng thought of the best promotion method.

Does that mean that both domestic and overseas media are now more interested in his every move?The media has always been a double-edged sword.

There are pros and cons.

Coincidentally, before Ye Feng went abroad, he purchased the North China Morning Post. In addition to the North China Morning Post, Chen Huang also helped Ye Feng buy several influential local media magazines in Yanjing.

So Ye Feng immediately called Li Bing and asked him if he had returned to Hong Kong.

And while Ye Feng and Li Bing were on the phone, at the gate below the castle, a Renault car with a French license plate slowly drove in. Soon, three foreigners in suits got out of the car.

(End of this chapter)